Amazing is:
It certainly is:
I doubt it’s:
And it’s certainly not:
Or:
Or:
But, then amazing became part of our working lives…
And finally arrived in a more charitable way…
That final example, the amazing ways we can help a tremendous cause (theRoyal National Institute of Blind People)?
The article listed 5 ‘amazing’ ways to help:
- wrapping Christmas presents
- singing Christmas carols
- becoming a stamp collector
- playing a Christmas raffle
- reading a book
RNIB, your readers are blinded by the use of hyperbole. Amazingly so.
If your intent is to inform, don’t lead me down a path where you’ve prepared me to be astonished.
The proliferation of content means we, as content writers, have to do more to get noticed.
Taking a routine blog post and heading it ‘amazing things to do…’ does not work.
Your readers won’t be sucked in by ‘amazing ways…’ as ‘amazing’ has lost all it’s credibility. Look above, we now have amazing things to do with toothpaste.
Amazing is now ordinary (in content speak).
To build your brand less ordinary you stand back rather than stand out. You let your competitors jump from trend to trend (and hyperbolic headlines are the trend at the moment). Marketing trends come and go.
Consistency sticks. Attention seeking headlines don’t.
Believe in what you do, what your business can achieve, what you write and what your audience wants to learn. Concentrate on how you outsmart the competition. Don’t include tactics to deceive your readers to win their attention.
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